Tickmill成立于2014年，一直是业内最具竞争力、知名度和稳定的经纪商之一。首席营销官凯·胡克（Kay Hook）详细介绍了这家国际多资产经纪公司最新的品牌化和大胆声明“在牛熊的世界中--做老虎”背后的概念。

说实话，Tickmill新更新的品牌形象和大胆的新定位对于资深经纪人来说是罕见的。这对公司和ittraders意味着什么？

凯:You’re completely right, and we are very proud of our different approach. Theindustry typically follows more well-travelled paths and uses proven formulas,especially when it comes to branding. But our brand update is more than itsvisuals, even though that is extremely important as well; it is a roadmap ofhow we think, operate, and deliver value. Markets, news, reports, and badconditions, the world traders live in is often precarious, unpredictable, andloud. In contrast to that, we wanted our brand to represent stability, clarity,and trust. We wanted to be innovative and disrupt. We want to offer the bestpossible value proposition to our traders.

此新身份中包括您的头寸声明“优势，为交易者打造”。您能否详细说明这对您的交易员意味着什么？

凯: It states our commitment to our traders, so in that sense,maybe it can be considered both a positioning statement and a motto. “UnfairAdvantage” means providing our traders with everything that sets them up tosucceed. They get tools and conditions necessary to gain an edge. The goal isto empower our clients to enter markets with confidence, trade with precision,and ultimately achieve the goals they set at the beginning of their tradingsession.

我们并没有过度承诺;我们开发的一切都是由交易员、为交易员而构建的，并且基于我们从一开始就从社区收到的反馈。

第二个口号是“在公牛和熊的世界-成为老虎。”把交易员比喻成老虎是一个独特的比喻，我以前从未听说过。你介意详细说明一下它背后的想法吗？

凯: The metaphor of Bull and Bear, at least according to theconsensus, comes from the way they attack. Bulls swipe upwards, and Bears swipedown. The tiger, though, is hyper-focused, strategically stalking, movingthrough heavy jungle growth, and perfectly timing its attacks. It uses speedand precision to achieve its goal.

在这种情况下，我希望相似之处显而易见。当我们要求我们的交易员成为老虎时，我们希望他们使用我们的技术为他们提供的速度和精确度。我们希望他们战略性地跟随市场，并利用他们拥有的市场领先工具采取行动，只有在有机会时才采取行动。最后，通过我们在所做的一切中融入的精致和清晰，我们的目标是帮助我们的交易员克服噪音，毫不费力地迈向他们的目标。

作为Tickmill的CMO，您采取了一些大胆的举措。您如何应对这一最新变化？

凯:I’ve always had a performance-first philosophy. To achieve the results we wereshooting for, we combine creative storytelling and data. Those two marketingfunctions aren’t mutually exclusive, even though there is a slightmisconception that they are. Data without storytelling ignores an importantpart of marketing - speaking to our traders. Creative storytelling without datamakes it challenging to measure the performance of campaigns.

我对品牌也充满热情。正如您可能在我们最近的刷新中看到的那样，我相信一个品牌不仅仅是事物的外观，它还应该战略性地合作并支持我们更大的目标。强大的品牌影响力应该是令人难忘的，与竞争对手不同，并强化公司的核心概念，在我们的案例中是信任和稳定。

这并不总是那么容易，但这是工作的关键部分。伟大的故事讲述是在设计、语言和语气之间找到正确的平衡。当有数据支持时，它可以被完善和改进。当一切共同发挥作用时，品牌就会变得真正独特，随着行业变得更加拥挤，这一点比以往任何时候都更加重要。

在这个拥挤的地方，喊叫声比其他人都大只会增加噪音--老实说，这从来没有真正起作用。真正有效的是提供真正的价值：以清晰、一致的方式和经得起时间考验的可信经验来摆脱混乱。

我为全球营销团队感到非常自豪，他们将这一品牌发展和创意概念带入了现实。他们的奉献精神、创造力以及对我们共同建设的信念使一切变得不同。